The National AIDS Trust used World AIDS Day on Saturday, December 1 to imbue its signature red ribbon symbol with a brilliant and original sense of positivity and spirit using the latest digital out-of-home technology.
Created by St Luke’s Communications, #RockTheRibbon harnesses Ocean’s fibre powered infrastructure to transform people into virtual dancing red ribbons on the full motion digital out of home screen which dominates Westfield Square, the event and activation space at Westfield London.
The campaign concept recently took the top charity prize in Ocean’s annual digital creative competition which celebrates bold new ideas in DOOH.
From 10am on December 1, visitors and shoppers were invited to take part in the activation. Once they started to move accompanied by selected music tracks, a new experiential application developed by DOOH.com transformed them into virtual red ribbons which danced across the screen, mirroring the participants’ different gestures and moves.
Deborah Gold, chief executive of NAT (National AIDS Trust) told us “We were thrilled to have won the top charity prize from Ocean this year, which has made it possible to deliver an exciting activation which would normally be totally out of our reach as a small charity with a small budget. More thrilling still has been to watch the project come together. We can’t wait to see people – quite literally – Rocking the Ribbon on Saturday. It’s sure to engage new people in the drive to improve awareness on HIV and fight stigma.”
Participants were encouraged to share their virtual screen moments across their chosen social channels using the #RockTheRibbon campaign hashtag to show their support for people living with HIV. Charity ambassadors supported the experiential event.